The World Travel & Tourism Council (WTTC) welcomed His Excellency, Ambassador Nick Adams, U.S. Special Presidential Envoy for Tourism, for his first major international public address since assuming the role, marking a significant moment for both the United States and the global Travel & Tourism sector.

As the first U.S. Special Presidential Envoy for Tourism, H.E. Adams’ participation reflected a new era of stronger public-private collaboration and renewed leadership at a pivotal time for global Travel & Tourism.

With the United States hosting the G20 and leading the world’s largest Travel & Tourism market – representing $2.63 trillion of Travel & Tourism GDP – the role carries growing international significance as governments and industry work together to unlock investment, remove barriers to growth, and strengthen long-term sector resilience.

H.E. Adams’ participation followed WTTC’s recent Leadership discussions in Egypt, where he joined former Heads of State, Ministers, and global business leaders to help shape the next phase of Travel & Tourism recovery across the Middle East and beyond.

Building on those conversations, H.E. Adams delivered the opening Leadership Keynote: Shaping the Next Phase of Travel, where he outlined the priorities shaping America’s leadership in global Travel & Tourism.

His keynote focused on policy, investment, international cooperation, and destination competitiveness, highlighting how governments can partner with industry to accelerate growth, restore confidence, and build long-term resilience in the global tourism sector - while also underscoring America’s enduring greatness as a leading and welcoming destination for travelers worldwide.

Later in the day, he joined WTTC Chairman Manfredi Lefebvre for an exclusive conversational session examining how stronger public-private collaboration could accelerate progress at scale, the role of U.S. leadership in shaping the international agenda, and the priorities that defined a more resilient, connected, and competitive future for Travel & Tourism.

His participation marked a major milestone for WTTC as the organisation continues to convene the leaders shaping the future of the sector and reinforced the importance of government engagement as Travel & Tourism moves beyond recovery into long-term transformation.

H.E. Ambassador Nick Adams, U.S. Special Presidential Envoy for Tourism, said: “I’m pleased to see a new relationship develop between the United States and the World Travel & Tourism Council.

America is the number one tourism market in the world, and my aim is to drive more growth, jobs and national pride across the sector. Personally, I think that by working together, public and private sector focused on the same aims, we can reach 100 million visitors to America per year by 2030, starting with welcoming millions of people to the FIFA World Cup and America 250 celebrations this summer.

With the United States also hosting the G20 this year, we have every opportunity to create more investment and hundreds of thousands of new jobs, as well as build an even stronger reputation for warmly welcoming visitors to our great country.”

Gloria Guevara, President & CEO, WTTC, said: “We were delighted to welcome His Excellency Nick Adams for his first major international address in his new role. The United States’ creation of this position sends a powerful message: Travel Tourism matters. As a sector contributing $11.6 trillion to global GDP, supporting 366 million jobs, and accounting for nearly one in ten dollars worldwide, its importance has never been clearer. This bold step by the U.S. demonstrates real leadership - elevating Travel & Tourism as a strategic priority for growth, investment, and international cooperation.”

Manfredi Lefebvre, Chairman, World Travel & Tourism Council, said: “At a time when public-private collaboration has never been more critical, His Excellency Adams brought energy, conviction, and a clear strategic vision for the future of Travel & Tourism. His presence reinforced the importance of strong global coordination and decisive leadership as the sector moves beyond recovery and into a new era defined by resilience, competitiveness, and sustained, long-term growth.

This level of engagement from the United States sends a powerful signal to the world - demonstrating a renewed commitment to partnership, progress, and the continued strength of our global sector.”

Following the momentum created by WTTC’s historic Leadership Cruise in Egypt, H.E. Adams’ participation further strengthened WTTC’s commitment to bringing together global leaders who could drive meaningful progress for the sector.